“The second reason that deep work is valuable,” writes Cal Newport in Deep Work, “is because the impacts of the digital network revolution cut both ways. If you can create something useful, its reachable audience (e.g., employers or customers) is essentially limitless – which greatly magnifies your reward. On the other hand, if what you’re producing is mediocre, then you’re in trouble, as it’s too easy for your audience to find a better alternative online.”
If you only produce shallow work, your work will never have a home. People will skip over you as they search for something more interesting. Shallow work cannot compete against cat gifs, well produced reports, and interesting perspectives on important topics. Shallow work steals people’s time, and people will recognize that and learn to turn away from sources of shallow work.
Deep work on the other hand is truly considerate and well formulated. It requires focus, attention, and an ability to connect ideas and points that are not obviously related at first. It provides value to people and rewards them for investing their time with your media, content, or production.
Because we have so much access to so many people through digital media, we no longer need to pursue a shallow work approach to gaining an audience. Our deep work can resonate with those who are truly connected to what we do or the topic at hand. We can provide high quality work for a smaller group and have a more committed following. The listener data from 80,000 Hours, who regularly produce high quality 2 to 4 hour long podcast interviews is evidence in favor of Newport’s deep work claims.
If we invest in our minds, work on our thinking and focus, and produce high quality work, we can reach an audience that matters. If we don’t pursue this strategy, if we try instead to shovel meaningless content into the faces of everyone we can, we might get some clicks, but few people will appreciate, learn, and return to what we produce. The attention we receive will be fleeting as we are passed over for things that are more valuable and important.